During his talk he spoke about how many people talk about their products & services in terms of benefits. This is irrelevant to most people and as the title of this post says "Benefits are only benefits when someone is ready to buy!".

In the new world created by the web you need to engage with customers and deliver value before they are ready to buy. Build your marketing messages around the issues that your customers have and the problems you solve rather than the benefits.

Sound advice for when you are thinking about how to introduce what you do at your next Networking Event.